Consumers having poor mobile buying experiences due to checkout difficulties
Many UK retailers are losing out on sales due to poor usability of their mobile web presence, according to Hitting the Mobile Checkout, a new report from eCommerce consultancy, dotCommerce. Only one third of retailers surveyed had dedicated mobile sites available, dramatically impacting a positive buying experience.
The benchmark study assessed 12 leading UK retailers, across various categories using Blackberry, iPhone and Android devices. Each site was marked against 22 criteria across eight categories like ease of use, security and integration with other marketing.
The best performing section was site navigation, suggesting that the fundamentals of the mobile experience are receiving most attention. However, with the Checkout Process and Payment confirmation receiving average scores of 27% and 22% respectively, all this effort may be futile if orders cannot be completed at these vital stages.
Boots (75%) and New Look (68%) scored the highest marks, demonstrating a clearer understanding of mobile shoppers’ requirements. Meanwhile, of the four retail categories we examined, fragrance brands showed the worst performance, making up three of the four poorest scoring brands versus footwear, cosmetics and cookware.
“These findings paint a clear picture of the mobile challenge retailers must tackle today,” says Ben Staveley, Head of eCommerce. “Growing consumer expectations and a fiercely competitive market make this an area where getting left behind is a big risk and yet, a very real possibility.”
'Mobile-The Biggest Opportunity In Multichannel Retail' will be a panel discussion and interactive Q & A Session at the Retail Bulletin's 3rd Multichannel Summit 2012,sponsored by eDigitalResearch. This panel will include speakers from Halfords, asos.com, o2 Telefónica and 2ergo.
Held in London, the Summit is retailer-led and other confirmed speakers include Tesco.com, Schuh, Santander UK plc, Marks & Spencer, Boots.com, Game Group, Alexon Group plc, Everything Everywhere, Joules Clothing, Adnams Plc, eDigitalResearch, Collect Plus, Norbert Dentressangle.
The event was sold out this year so don’t miss out – register now and make a diary note to join your peers on February 1st 2012. Click here for full details and registration.
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